“I like this era better than the other,” Malachi said Monday. “I know my brother would have had a lot of stuff. He probably would have had more than me because I know Dayton loved him. I’m just glad it’s me and lucky it’s me.”
Joe Niehaus, the co-founder of Hunny Bee’s, got to know Smith and other players when they started eating at their restaurant, but he had been thinking of partnering with a UD player since August when they were still working on opening the restaurant. Smith became a natural fit for the restaurant as Niehaus got to know his personality and playing style.
Smith, a 6-foot point guard from Bronx, N.Y., ranks third on the team in scoring (9.7 points per game) and leads the team with 4.8 assists per game.
“One of our values is teamwork,” Niehaus said, “and he’s the embodiment of a team player. He’s super funny and fun to be around. Our brand is light-hearted and positive. It just felt right. Watching him play, he brings energy. The UD basketball team just has some of the most solid guys you’ll meet, and Malachi is just a great person.”
College athletes have had the freedom to make money off their name, image and likeness since last summer.
“I think it needed to happen,” Niehaus said. “These kids are going to school and practice and have just a massive load on their plate. For them not to be able to at least get some kickback for their hard work, it was just ridiculous. They can finally get compensated for their hard work for the first 18-20 years of their life. I love everything about it. I’m happy that the wealth is being spread a little.”
Smith’s deal is the latest in a growing list of NIL contracts for Dayton players. It started with former Flyer Brian Roberts paying players to promote an apartment for rent near campus. In September, three Dayton players and three Wright State players were paid to appear at the Catholic Social Services of the Miami Valley’s Centennial Celebration. In October, players made money by appearing at a Fan Fest at UD Arena.
Smith is also selling T-shirts with his likeness. This week, Dayton guard Koby Brea promoted Premier Health on social media.
“It’s great our young guys have this opportunity,” Dayton coach Anthony Grant said, “and it’s great we have a community that can support our athletes this way. We certainly appreciate that.”
Smith got off to a good start in pitching the product when asked about the good on Monday.
“The chicken is good,” Smith said. “I’m going to have my own meal. It’s like a spicy chicken sandwich.”
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